By the Numbers
103,948
Messages received and responded to across Spark and Ormco since 2022
310K+
Combined community members across both audiences
3,100%
Spark's consumer audience growth since 2022
2x
Ormco's professional audience growth since 2022
Overview
Overview
Growing an audience is only half the job, the other half is answering it. Since 2022, Golden Arrow has managed the always-on social media community management for Ormco and its consumer brand, Spark™ Clear Aligners, engaging every comment, tag, and mention daily.
GA received and responded to more than 100,000 messages, and built the influencer, UGC, and key expert programs that keep both communities active and growing. Active engagement turned the company’s social channels into something closer to support networks than broadcast feeds: patients get answers between appointments, doctors find a peer community, and every response builds the kind of confidence in a medical device that traditional marketing can’t.
The Challenge
One company, two very different audiences, and more at stake than a posting calendar. Spark’s consumer audience of patients and prospective patients asks real treatment questions between appointments. Ormco’s professional audience of orthodontists expects professional-grade responsiveness from a manufacturer they build their practices on.
In the medical device category, an unanswered message doesn’t just cost engagement; it costs trust, and a public complaint can carry regulatory obligations that a scheduling tool will never catch. Every reply must also meet the promotional-claims and patient-privacy standards that govern the orthodontic space. That takes a dedicated team and a defined process, not an autoresponder.
Strategy and Solution
Consistent posting, every platform:
An always-on content calendar across both audiences since 2022, including before-and-afters, education, trends, and milestones, on a cadence that never went dark.
Always-on community management:
Every comment, tag, and mention across both audiences engaged daily, with direct messages answered using pre-approved responses that keep replies fast, consistent, and compliant.
Social listening & sentiment tracking:
Listening tools monitor every brand mention, tagged or not, tracking community sentiment over time and surfacing the questions and concerns that shape content strategy.
Complaint monitoring & escalation:
A defined process flags potential product complaints the moment they appear and routes them to the client's quality and regulatory teams, critical in a category where a tagged story can carry reporting obligations.
Influencer program:
Aspirational creators with active, on-camera lives, from singers to athletes to media personalities, documenting their treatment journey in real time, proving the product fits real life rather than interrupting it.
UGC program:
Doctors, practices, and patients posting demos, before-and -afters, and treatment moments organically, caught daily, reshared with permission, and celebrated with shout-outs that \made being featured its own reward.
Key expert involvement:
Ormco's contracted Key Experts, featured in the company's sales and long-form content, systematically activated on social media, with every tagged post reaching their own professional followings and growing the audience through voices doctors already trust.
Results
Since 2022, the team has responded to 103,948 messages across Spark and Ormco channels while growing a combined community of more than 310,000 patients, prospective patients, and orthodontic and dental professionals. Spark’s consumer audience grew 3,100%, from fewer than 6,500 followers to more than 205,000, while Ormco’s professional audience more than doubled, growing from 47,000 to more than 104,000 across LinkedIn, Facebook, and Instagram.
By 2023, Spark’s channels were drawing 10 to 20 organic story tags daily as the team consistently reshared relevant tagged content to Spark’s stories. That daily engagement built momentum of its own. When one practice stacked their Spark patient kits into towers and tagged the brand, the GA team featured them, and other practices took notice. Knowing a tag meant a feature, clinics began building their own stacks, competing to build them bigger, until the brand’s feed filled with content no agency could have scripted. The GA team built that raw enthusiasm into a formal UGC program for both Spark and Ormco’s social channels, monitoring every piece of tagged content, securing written consent from patients and practices, and turning real patient results and practice stories into compliant brand content.
After conducting a competitor audit in Q3 2025, GA learned Spark was publishing nearly five times more UGC than Invisalign. Ormco’s Q4 2025 engagements doubled year over year, driven by the always-on engagement strategy. Every message answered was also a data point: four years of daily conversation gave the company a real-time read on what its communities want, worry about, and ask for, insight that shaped content strategy and turned even critical feedback into an asset.
George Darafeev
Senior Product Marketing Manager, Ormco & Spark
Golden Arrow doesn’t just manage our social channels, they protect the trust our doctors and their patients place in us every day. Going from a few thousand followers to over 300,000 combined across two very different audiences didn’t happen by accident. Golden Arrow built the systems, the listening, and the daily discipline to get us there and turned our social channels into something closer to a support network than a feed, for both patients and providers. They understand the regulatory stakes as well, which is why we’ve trusted them with something this sensitive for four years running.
